Rising Above Success

You may be wondering how someone could rise above success. After all, isn't success the ultimate goal for most people?

Well, for Ted Deason, founder and owner of Mortex Manufacturing Company, it was that and more.

Since its birth in 1962, Mortex has established itself as an industry leader in producing concrete products and is credited with a long history of first-time inventions and creations. Mortex rises above success because it doesn't stop at one success, it succeeds again and again.

"I'm not into gimmick campaigns, because once that's over then what are you going to do? We try to produce products that are really a benefit to the customer," said Deason. "We want to provide true value."

This philosophy has served Mortex well. When they developed the first original Keystone Kool DeckÒ topping, a concrete topping that lowers the surface temperature for swimming pools, decks and walkways, the product took off and the company grew rapidly. "We had trouble keeping up with production and demand," said Deason, "especially in the South and desert areas."

Systex™

Kool DeckÒ topping

The introduction of this product is known for revolutionizing the pool industry. Other companies have since began producing similar products, but Mortex managed to stay ahead of the game by improving the product while at the same time delivering new creations to the industry. Mortex was the first to develop and produce a premixed decorative concrete topping in various colors and textures.

"We look at how we need to adapt a product or change it to be more valuable and appealing to more people," said Deason.

Not all of the progress at Mortex was as easy as it may sound. In the early years, one of their continuing problems was training. Regardless of location, customers and contractors needed to be trained in how to properly install the product, and to provide appropriate maintenance. Due to the complex nature of the product, training had to take place in person. Their solution?

"We found that if we made training films it helped people understand better without needing a trainer to physically be there to show them," said Deason.

While other companies were struggling to produce a competing product, Mortex moved on as the first to provide training films for installing its products. "We started out with 16mm films," said Deason, "and then when VCRs came along we began showing them at conventions."

Being so innovative and using the latest products also had its challenges. The first time Mortex presented their videos at an industry convention, their customers were more interested in how the VCR worked with a television. Deason chuckled at the memory. "Our guy ended up doing more demonstrations for the VCR than for us."

Since then Mortex has come a long way, but they continue to reach new heights as they grow and expand. Now Ted Deason has family working at his company and at a very appropriate time. He has hired his son Mark Deason to handle all of their customized computer programming, including their Web site, data programs and other computer maintenance issues.

"He saves the company a lot of money in the long run by writing customized programs that are truly functional to our needs," said Deason.

Ted Deason's daughter, Rebecca Deason, has progressed into handling advertising issues and serves as the key role player in communicating with foreign customers. Most of these customers prefer to deal with one person to streamline the communication process while orders are being fulfilled and to ensure overall satisfaction. It isn't unusual for an order to be changed three or four times before it is actually shipped. By having one person handle all the foreign orders, miscommunication is minimized, the process flow is disrupted less, and clients are happy.

Deason further explained that dealing with potential foreign customers is very critical as the language and cultural differences increase the chances of misunderstandings and misinterpretations. The fewer people these customers have to go through, the better. "You may work with a potential customer for a year before they actually become a customer. It all depends on how you deal with them," said Deason.

In the future Deason believes that the need for bilingual communication will continue to grow in the industry for both the customer and many independent contractors. "As more and more Americans are encouraged to go to college, there are fewer individuals available for labor work. More foreign people are willing to do labor work, but there is the language barrier," said Deason.

Ted Deason's concern for bridging the communication gap in the industry is just another example of his deep commitment to quality services as well as products. He lives by the philosophy that you do things one way, and that's the right way, the first time around. He thinks ahead and plans accordingly. These qualities are what has driven him to build a business, keep it going, and growing.

That's why their products today are still innovative and cutting-edge solutions to the realistic, busy world we live in. Mortex has developed a new product line called Systex™, a three-step polymer concrete deck system that can be installed on the surface of new or existing concrete.

Systex™ actually cleans up from oil and grease stains better than plain concrete, and has outstanding durability, enabling it to withstand extreme hot and cold temperatures for weather endurance. It can also be used with stencil for decorating purposes without the rough-edged look of regular concrete.

Soon Mortex will introduce a new product called Systex Stamp™. "It gives us the ability to stamp it on top of the existing concrete and offers more options within our product line," said Deason. Essentially, this new product will also improve the installation process.

Mortex has the experience and key ingredients of being an industry leader with the latest technological products and solutions. They have proven themselves time after time. With each new product they introduce, a new industry success is achieved. The words on their Web site are true – And the innovation continues! How else could they have risen above success?

Jennifer Hudson Taylor writes each month on a concrete industry leader for The Concrete Network (www.concretenetwork.com). The articles are meant to inform and inspire by shedding light on leaders in the industry who are "making things happen."

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